This tutorial presents a hands-on introduction to a new discrete choice modeling approach based
on the behavioral notion of regret-minimization. This so-called Random Regret
Minimization-approach (RRM) forms a counterpart of the Random Utility Maximization-approach
(RUM) to discrete choice modeling which has for decades dominated the field of choice modeling
and adjacent fields such as transportation marketing and environmental economics. Being as
parsimonious as conventional RUM-models and compatible with popular software packages the
RRM-approach provides an alternative and appealing account of choice behavior. Rather than
providing highly technical discussions as usually encountered in scholarly journals this
tutorial aims to allow readers to explore the RRM-approach and its potential and limitations
hands-on and based on a detailed discussion of examples. This tutorial is written for students
scholars and practitioners who have a basic background in choice modeling in general and
RUM-modeling in particular. It has been taken care of that all concepts and results should be
clear to readers that do not have an advanced knowledge of econometrics.
